How are brands successfully differentiated?

Competitive advantage is a company’s ability to perform in ways that competitors cannot or will not match

Employee Differentiation

Acquire better- trained employeeswho provide superior customer service

Channel Differentiation

Design more effective and efficientdistribution channels more

Make buying the product more easier, enjoyable and rewarding

Eurochamp

Image Differentiation

Craft powerful, compelling images that

appeal to social and psychological needs ofthe consumers

Service Differentiation

Design a better and faster deliverysystem that provides more effective and

efficient solutions to consumers

Emotional Branding

Brand Positioning should also contain an Emotional component

Appeal both to head and heartof the customers

Mederma associated with self-esteemof women

Evoke trust, affection and strong loyalty

Become lovemakers by achieving

Sensuality Mystery Intimacy

Check if your brand has

Strong people-focused corporate culture

A distinctive communication style and philosophy

A compelling emotional hook

Recap

Competitive advantage

Means of differentiation

Emotional Branding

Created by

A.KruthikaIndian School of Mines, Dhanbad

During an internship with Prof. Sameer Mathur, IIM Lucknow.www.IIMInternship.com